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Google AMP

Presented by:Barry Adams

Polemic Digital

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About Barry Adams• Dutchman in Northern Ireland• Founder of Polemic Digital• Co-Chief Editor for StateofDigital.com• Twitter ranter: @badams• Lecturer & educator

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What is AMP

https://www.ampproject.org/

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Accelerated Mobile Pages• Alternative versions of your web pages

– Built specifically for speed & mobile• Mobile first

– Mobile only!• New standard

– Severely restrictive• All or nothing

– It either validates or it doesn’t

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HTML AMP declaration

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Integrated structured data

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In-line CSS

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AMP-specific JavaScript files

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AMP-analytics

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Key elements of AMP• Uses standard HTML

– Will render in most browsers

• Limited external dependencies– Inline CSS, limited async JS

• Integrated Structured Data

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Caching & Pre-rendering

Website A.. …. …. …. .. …. …. …. ..

Website B.. …. …. …. .. …. …. …. ..

Website C.. …. …. …. .. …. …. …. ..

Google AMP Cache Pre-render

Defeats Ad Blockers!

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AMP in SERPs

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“Expanded Exposure”“Later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page, like e-commerce, entertainment, travel, recipe sites and many more. ”

Source: https://webmasters.googleblog.com/2016/09/what-is-amp.html

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Implementing AMP• WordPress;

– AMP & PageFrog plugins

• Other platforms:– Forthcoming plugins/extensions– Manual effort

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AMP by Example

https://ampbyexample.com/

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AMP Validator

https://validator.ampproject.org/

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AMP Validator Plugin

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What works in AMP now:• Analytics• Ads (limited)• Videos• GIF & WebP

animations• Carousels• Basic Forms

• Basic paywalls• iframes• Sidebar• Notifications• Live updates• A/B Testing

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What doesn’t work (yet)• Full end-to-end ecommerce• Most JS-based interactivity

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Further Reading…• https://www.ampproject.org/• https://twitter.com/amphtml• https://ampbyexample.com/• https://github.com/ampproject/amphtml• https://groups.google.com/forum/#!forum/amphtml-

discuss• https://stackoverflow.com/questions/tagged/amp-html

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Thank You

Follow me on Twitter:@badams

Email me your questions: barry@polemicdigital.com